Description: 1 - Introduction.- 1 The Historical Development of the Market Segmentation Concept.- 2 Segmentation Bases.- 3 Segmentation Methods.- 4 Tools for Market Segmentation.- 2 - Segmentation Methodology.- 5 Clustering Methods.- 6 Mixture Models.- 7 Mixture Regression Models.- 8 Mixture Unfolding Models.- 9 Profiling Segments.- 10 Dynamic Segmentation.- 3 - Special Topics in Market Segmentation.- 11 Joint Segmentation.- 12 Market Segmentation with Tailored Interviewing.- 13 Model-Based Segmentation Using Structural Equation Models.- 14 Segmentation Based on Product Dissimilarity Judgements.- 4 - Applied Market Segmentation.- 15 General Observable Bases: Geo-demographics.- 16 General Unobservable Bases: Values and Lifestyles.- 17 Product-specific observable Bases: Response-based Segmentation.- 18 Product-Specific Unobservable Bases: Conjoint Analysis.- 5 - Conclusions and Directions for Future Research.- 19 Conclusions: Representations of Heterogeneity.- 20 Directions for Future Research.- References.

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